Brand Positioning

Positioning and repositioning a brand

Brand Positioning


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This event report shows how Channel THIRTEEN, the PBS TV station in New York, boosted buzz and membership levels by championing the importance of quality programming.


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This article shows how Always, Procter & Gamble's feminine hygiene brand, engaged consumers in a new way by changing the conversation surrounding its category.


Anita Black, Admap, January 2015

This article argues that building brand loyalty is still possible, though it is more difficult as people have more choices and shop across a repertoire of brands.


James Hurman, Admap, January 2015

This article argues that brand strategy should be quite simple: to provide a quality product with branding that stands out from the competition.


Jim Prior, Admap, January 2015

This article argues that brand loyalty is a consequence of a strong brand, and sets out six core principles to consider when building a brand.


Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report demonstrates how KitchenAid, the appliances manufacturer, leveraged the iconic Stand Mixer as a device for driving up demand for the rest of its portfolio.


Angela Morris, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Coco Pops, the cereal brand owned by Kellogg's, changed its advertising to comply with restrictions around advertising to children whilst retaining its 'fun' positioning.


Dan Bye, Justin Graham and Ben Cooper, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Optus, the mobile network, created shark detecting technology to demonstrate its network coverage.


Fran Alberry, MRS Awards, Finalist, December 2014

This article explains how Knorr, the cooking and ingredients brand, defined authenticity as a universal term to internationalise its brand positioning.

WARC RECOMMENDS


BEST PRACTICE

How to position effectively

Tips, reminders and recommended reading


ARTICLE FOCUS

Create brand appeal

Implicit marketing and repositioning brands


BEST PRACTICE

Brand positioning statements

A practical how-to guide for marketers


CASE STUDY

NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium